Endsleigh picks MindShare Direct

Marketing 10-May-06

Endsleigh Insurance has hired MindShare Direct to handle its £4.5m direct media planning and buying account, ahead of its first direct response TV drive.

The appointment follows the insurer's decision to split media planning
and buying from its direct account, held by Rhythmm. Previously, both
creative and media had been handled by Rhythmm, which will continue to

be responsible for creative.

Endsleigh, which specialises in car, home and travel insurance, intends
to spend about £4.5m on direct marketing this year. Past activity
has comprised press advertising, door-drops and direct mail. It is
plotting its debut DRTV campaign later this year.

MindShare Direct was appointed following a competitive pitch against a
number of undisclosed agencies.

Endsleigh's in-house media buying team handles its affinity marketing.